Standing out from the crowd this Net Zero Week

Eric Robinson, Account Manager at Lodestone, on how your organisation can amplify its work around net zero.

We’re in the middle of Net Zero Week in the UK - an initiative that brightens the spotlight on our decarbonisation targets and allows us to refocus on the ever-critical mission of reducing greenhouse gas emissions to net zero by 2050.

This heightened attention on climate change is undoubtedly positive, and ever-needed as we intensify our efforts to reach net zero. At the same time however, it allows room for the less savvy or scrupulous to push greenwashing agendas that, whether intended or not, end up being a detrimental sideshow to the genuinely brilliant efforts taking place across the UK (you can read more about this in our greenwashing article, here).

To be clear, this is in no way the fault of the Net Zero Week initiative - it’s an issue that those who are making real impact face on a constant basis, and this week is merely a flashpoint. It’s also why we’ve compiled several ‘top tips’ for those who want to be heard through greenwashing clamour:

• Know who it is you want to talk to, whether it be the public, other organisations, or government. Targeting your messaging well help avoid it getting lost in the wider noise around net zero.
• Show impact, wherever possible. An obvious one perhaps, but critical to being taken seriously by your target audience is clear evidence that whatever you’re doing is making a positive difference.

• Similarly, be honest about where you still have room to improve, and how you intend to get there. Show you’re serious, and present positive solutions for change.

• Work out exactly where you’re doing things differently, better, or both. Are you at the forefront of a new technology or process? Or are you using existing methods better than anyone else? If so, you have something that organisations who are only greenwashing do not.
• Persevere. Greenwashing, by its very nature, is illusory, and will struggle to hold up to scrutiny. Genuine efforts towards decarbonisation on the other hand, if taken to the right people, and presented in the right way, will gain cut-through sooner or later.

If you would like to learn more about how Lodestone can help you stand out from the crowd then you can get in touch with us at info@lodestonecommunications.com